overview of indian tea industry

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AN INDUSTRIAL ANALYSIS REPORT ON

GROWTH & PROSPECTS OF TEA INDUSTRY IN INDIA

AN A+ RATED BUSINESS SCHOOL

SUBMITTED TO: Dr. AMARENDRA PRATAP SINGH

SUBMITTED BY: GAURAV KUMAR

Sr. LECTURER SMS, VARANASI

IRM/03/24 PGIRM

AN INDUSTRIAL ANALYSIS REPORT ON

GROWTH & PROSPECTS OF TEA INDUSTRY IN INDIA

JAY SHREE TEA & INDUSTRIES LTD.

SUBMITTED TO: Dr. AMARENDRA PRATAP SINGH

SUBMITTED BY: GAURAV KUMAR

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Sr. LECTURER SMS, VARANASI

IRM/03/24 PGIRM

PREFACEThis project has been conducted to know about the " GROWTH AND PROSPECTS OF TEA INDUSTRY IN INDIA." This project is a written presentation with observation and references derived from the secondary data. The report starts by giving an industry profile, background of the companies and their product line. In order to achieve the objective and better under stand the problem of industry, it was decided to collect the secondary data concerning to particular industry. This survey report is carried out in the partial fulfillment of my PGDM-IRM course of SCHOOL OF MANAGEMENT SCIENCES, VARANASI. This report is written by in an easy and understandable language. I have given my best effort to complete this survey and make this survey purposeful.

GAURAV KUMAR PGDM-IRM 1ST SEM IRM/03/24

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DECLARATION

I here by declare that the project report on GROWTH & PROSPECTS OF TEA INDUSTRY IN INDIA." is submitted on the partial fulfillment of my two year Post Graduate Diploma in Insurance and Risk Management. All the information given here by are true and real up to my knowledge is concerned.

GAURAV KUMAR PGDM-IRM -1ST SEM IRM \ 03\ 24

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ACKNOWLEDGEMENTNothing can be gained or acquired without hard work which leads to success. The success of my survey work is the amalgamation of my hard work and co-operation of respondents, who delivered their precious time without any hesitation. I do not have adequate words to convey my emotion rather than feeling of gratitude, for the people who helped me in making my survey report purposeful. I take the opportunity to convey my sincere gratitude to my research mentor Dr.Amarendra Pratap Singh for his helpful guidance during my survey period. First of all I would like to thank god and my parents who showered their blessing upon me in each step of my survey & I express my deep sense of gratitude to prof. P.N. Jha, Director General of SMS, Varanasi, for providing me golden opportunity to bring up talent. I am highly thankful and immensely obliged for his constant guidance and words of inspiration. Last but not the least, I specially wish all my friends a vote of thanks as without their valuable supports this report would have not been possible.

GAURAV KUMAR PGIRM- Ist SEM IRM/03/24

MENTOR:Dr. AMARENDRA PRATAP SINGH

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CONTENTS

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CONTENTSPage No. 1. INTRODUCTION

9-32

2. TOPIC OF THE PROJECT

33

3. OBJECTIVES OF THE PROJECT

35

4. METHODOLOGY

37

5. ANALYSIS & FINDINGS

39-67

6. CONCLUSIONS

69

7. LIMITATIONS

71 73 75-81

8.

BIBLIOGRAPHY ANNEXURE

9.

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INTRODUCTION

INDIAN TEA

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The Indian tea is an epitome of taste, warmth and happiness. Tea brings cheers and this fact is well known to tea lovers all overt the world being the largest producer of tea in the world India also consumes large amount of tea. "Chai" as tea beverage is known in India has become an essential part of daily life. India produces finest tea leaf in the World and the Darjeeling, Assam and Nilgiri tea are becoming very popular all over. The range of teas in India consists of premium much in demand Darjeeling tea leaf from Darjeeling tea estates in West Bengal, the strong Assam tea leaf and brisk Nilgiri tea from Southern India. Each of the tea producing regions in India have their unique and distinct taste of which the tea drinkers know best. The varieties in India are the white tea leaf, black tea, green tea, and organic tea. Though consumption of the black tea leaf is wide spread, the green tea is also becoming popular for its taste and healthy properties. DARJEELING TEA ESTATE Darjeeling is situated in the Himalayan ranges in North Eastern India at height of 3000-5000 ft. Among the most expensive in the world Darjeeling tea leaf has a high flavor and quality. No wonder it is often referred to as the Champagne of Teas. Darjeeling also produces the finest of green tea with many estates producing organic version of green tea leaf for the health conscious as well. It is also the most preferred tea leaf in English tea rooms. ASSAM TEA Assamese tea estates constitute the world's largest tea growing area. Assam tea leaf produces top quality dark liquor with full bodied flavor and strength and is a favorite with the Indian tea drinkers who prefer a good strong cup of tea in their daily lives. NILGIRI TEA Nilgiri hills are also known as the Blue Mountains range in Southern India. The tea gardens are at a height of 1,000 to 3,000 ft. Nilgiri teas are mild and with characteristic bright & brisk liquor and light clean flavors.

POPULAR TEA LEAFS9

A single plant can give rise to mind boggling varieties of tea types. The main one are green, black, white and pu-erh teas, these result due to the method of processing and growing used. The region where tea is grown also plays and important part. The flavors of tea leaf can be vastly different depending upon where the tea leaf comes from. Darjeeling tea and Assam black tea are the most popular all over the World. Other popular forms of tea leaf are pu-erh tea and oolong tea leaf while flavored tea and spiced tea blends are also gaining popularity all over. The organic tea is simply any kind of tea which is cultivated using organic manure without the use of pesticides and fertilizers. Organic green tea and organic black tea are consumed for their health benefits, but like all organic foods they are costly. WHITE TEA LEAF

White tea does not undergo fermentation is less popular of the tea types. It is popular in Fujian province of China. The tea leaf gives colorless liquor, a delicate sweet flavor and a mellow creamy or nutty quality. White tea leaves are the whitish grey buds of the tea plant which are sun dried or steamed. GREEN TEA LEAF

The fermentation of green tea leaves begins with withering, the next step is pan-frying or steaming to prevent fermentation. Once the steaming process is complete, the green tea leaves are cut dried and cured. In various countries different shapes are given to the green tea leaf depending upon the popularity Green tea is light green/yellow in color, with a subtle flavor that remind one of the aroma fresh green leaves. The health giving properties of green tea leaf are well known.

OOLONG TEA LEAF

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Oolong tea leaves are among the top quality and expensive teas they are cultivated in China and Taiwan. The tea leaves are semi fermented going through a short stint of oxidation. The leaves are reddish brown in color and the liquor is pale yellow and the aroma is a fresh floral and fruity with a reminiscent of smoke. BLACK TEA LEAF

Black tea is the most extensively consumed form of tea all over the Globe. Black tea is fermented fully unlike the green tea leaf which is partially fermented. It has bitter sweet and astringent flavor and the tea leaf give dark brown liquor. PU-ERH TEA LEAF

Pu-erh tea is same as black tea, but this form of tea is fermented twice than regular black tea leaves and fermentation then followed by period of maturation till a thin layer of mold forms on the surface. The mold imparts a characteristic soil-like flavor and a strong earthy quality. Puer tea (also called pu-er or pu-erh) is an ancient and rare tea, much loved in China and the only tea for some 'hardened' tea drinkers. The processes that go into making the classic puers are closely guarded secrets. It is fermented, sometimes twice, and is often pressed into cakes or bricks. This makes puer especially easy to store and keep for long periods. Generally they are robust, earthy teas with a dark red or brown color and distinctive, mysterious aroma. Puer is widely known in China to have major health benefits, especially in reducing cholesterol and as an aid to digestion, which makes it the ideal after dinner tea.

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SCENTED TEA

Scented or Flower tea is either green or white tea that has been infused with certain flowers, which impart a delicate and interesting taste, and of course a wonderful aroma. As with black tea and milk or sugar, flowers were added to green tea originally to disguise a less than favorable taste in the poorer varieties. This is still the case with many commercially produced flower teas, which hide the taste of very cheap tea behind a strong flowery presence. Flower teas, in particular the delicious jasmine, have gained such a following both in Asia and the Western world, that many people only drink this variety. The Seven Cups jasmine teas combine really fine quality green and white teas with a subtle but distinct jasmine flavor, and are a real treat, especially for dedicated jasmine fans. They are the best jasmine teas we've ever tasted. These main types of tea leaves give rise to multitude of varieties that are a product of specific cultivation methods and the regions where they come from. The season in which the tea is grown also gives rise to difference in flavor and color.

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AN OVERVIEW OF INDIAN TEA INDUSTRY

Tea is made from the young leaves and leaf buds of the tea bush Camellia sinensis. Ancient Chinese and Japanese legends refer to a beverage made from an infusion of dried tea leaves. In 1833,

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